HONG KONG: Following a study likely to leave many women in dismay, the Consumer Council has dismissed anti-wrinkle creams as bringing only slight improvement, at best.

The story also showed that the more expensive brands do not necessarily outperform the lower priced ones.

The joint test in cooperation with International Consumer Research and Testing is the local consumer watchdog's first foray into the heavily-marketed cosmetic products, said Ron Hui Shu-yuen, vice-chairman of Publicity and Community Relations Committee of the Consumer Council.

Eight eye cream samples were handed out to test groups of nine to 11 users each. The participants ranged in age from 35 to 65. Most were Caucasians and non-smokers.

High-definition photos were taken before the trial users applied the product, one hour later and six months later. The photos were then given to five expert panelists to judge whether there had been improvement in the wrinkles near the eye area.

The double-blind standard was applied. "Neither the users or the panelists knew what kind of the eye creams has been applied," said Hui.

The verdict: The anti-wrinkle eye creams could achieve at best only slight improvement in the wrinkle reduction.

"They can only reduce the depth and length of wrinkles. None can make the wrinkles go away," Hui said.

And the effects of even the best-performing eye creams seemed to vary from individual to individual, improving wrinkles for some but not for others, he said.

The test also found the price and effect of eye creams are not related.

Two of the three eye creams judged "slightly more effective" are considered as low-end brands. They are Nivea Visage Anti-Wrinkle Q10 Plus Eye Cream with UVA/UVB brand (HK$106 per 10 gram) and Olay Total Effect 7-in-1 Anti-Aging Booster Eye Transforming Cream (HK$107 per 10 gram).

The third is the more expensive dr. brandt lineless eye cream (HK$433 per 10 grams).

The most expensive of the lot - N. V. Perricone MD Cosmeceuticals ADVANCED Eye Area Therapy (HK$867 per 10 gram) - was put into the average-performing group. So were StriVectin-SD Eye Cream (HK$181 per 10 gram), Clinique Repairwear Intensive Eye Cream (HK$213 per 10 gram) and Clarins Advanced Extra-Firming Eye Contour Cream (HK$220 per 10 gram).

RoC Retin-OX Intensive Anti-Wrinkle Cream - Eyes (HK$240 per 10 gram) is found to be "slightly less effective".

To hold back the inevitable appearing of wrinkles, it's much more important to avoid the sun and protect oneself when going outdoors, said Hui.

Wear sunglasses, a hat or use an umbrella in outdoor areas and apply sunscreens to the face as well as the surrounding eye areas, he suggested.

Quiting smoking, having good rest and maintaining a balanced diet are always advisable, Hui said.

Responding to the Consumer Council, cosemtics companies pointed to their own studies that their products are effective.

In the related article on Choice, the Consumer Council's monthly publishment, the producer of RoC Retin-OX Intensive Anti-Wrinkle Cream said the six-week trial is not enough for the product to show significant effect.

It also said cosmetic companies usually arrange for more than 30 users for each test. Because the Consumer Council tested about 10 subjects, individual response to the products and their opinions may have affected the results.

(HK Edition 11/17/2009 page1)